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Field and country of origin: writing instruments, office supplies, South Korea
Target market: Southwest Asia
Task: Identity overhaul, package design
Year: 2005 - 2014
Target market: Southwest Asia
Task: Identity overhaul, package design
Year: 2005 - 2014
Before the overhaul, the brand consisted of 6 products.
A uniform design language has been made emphasising transparency about the products and their specifications.
Left: new package design. Right: The same product before the overhaul
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Right: new package design. Left: The same product before the overhaul
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The new design language communicates the connection between the packaging and the newly defined brand values of transparency, honesty and affordability of the products.
All trademarks are the property of their respective owners
The new design language communicated across all mediums and to over 20 OEMs from South Korea, China, Hong Kong SAR, Taiwan and India to keep the message consistent.
To reach consistency, brand identity guidelines are made and distributed among OEMs. PDF is used throughout the entire approvals and production process. In addition, 3D models are used in catalogues for pre-ordering around six months before production begins.
Logo before brand overhaul
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The new logo
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By the end of the project, sales increased 2.5 times, and the product portfolio expanded to more than 100 items. Also, the brand secured first place in mechanical pencil lead sales in the region.
All trademarks are the property of their respective owners